Effect of Patient Online Information Searching on the Trust in the Doctor-A Cognitive Dissonance Theory Perspective

How does the patient's online health information search behavior affect the patient's trust of the doctor during visitation? Based on the theory of cognitive dissonance, this study explores how the inconsistency between the self-diagnosis due to pre-visit search, and physician diagnosis to affect patient's assessment of doctor information, and thereby affecting the patient's trust in the doctor. This paper uses the survey method to collect data and the partial least squares structural equation modeling (PLS-SEM) to analyze the collected data. We conclude that a patient's health information search behavior reduces inconsistency between patient self-diagnosis and physician diagnosis. Because of the impact of confirmation bias, the reduction of the inconsistency will increase the patient's perceived usefulness to the doctor's information, thereby enhancing the patient's trust in the doctor. This article also considers the moderating effects of patient's health literacy and confidence in self-diagnosis. This study confirms that the patient's health information search behavior is conducive to improving the doctor-patient relationship.